Though the title slightly oversells it, this book is an excellent guide to the nuts and bolts of media relations, and would be an ideal refresher for someone who has been in the profession a while, and could do with being mandatory reading for new entrants.
Many people enter the PR profession by taking a junior assistant or PR executive role (don't be deceived by the title — it just makes you 'someone who does the work'). If entering a busy communications or PR office in an agency or large organisation, someone will set you straight fairly soon on how to write press releases. Sadly, many people don't get that kind of advice, and I've interviewed many for jobs who seemed quite plausible, until we gave them the exercise of writing a release, and it seemed that no-one had ever shown them how to do it.
This book is a masterclass in the sense that it sets out clearly and energetically how to do the nuts and bolts of media relations. I can heartily recommend it for anyone starting out — you will save yourself months of frustration, and the dreaded comment "this release isn't quite right — could you rework it a bit", scrawled in red pen across the top, which leaves the problem firmly back with you and gives you no help in solving it.
There's a lot more to PR than this, but this is a very good start.